Passengers on United Airlines will now be shown personalized advertisements on their seatback screens.

• Kinective Media, a platform that connects brands to customers via United Airlines' seat-back screens and app, was launched by the airline.
• IHG Hotels & Resorts, Macy's, and Norwegian Cruise Lines are already working with the carrier.
• The airline is currently upgrading its narrow-body aircraft with seatback screens.

Now playing on ' seatback screens: personalized ads.

On Friday, the airline announced the launch of a new media platform that will offer personalized advertisements to travelers through seatback screens and its app, among other channels, in an effort to utilize customer data.

United announced that its new platform, Kinective Media, is already collaborating with several companies, including , , , TelevisaUnivision, and , to offer co-branded credit cards with United.

Airlines are using their loyalty programs to generate new revenue streams, as exemplified by the platform's announcement in early 2023 that it would offer free Wi-Fi to customers who were members of its SkyMiles frequent flyer program.

Unlike certain commerce media platforms, United enables brands across various industries to connect with highly engaged customers throughout the entire marketing funnel, providing a personalized and relevant experience. The results have been impressive, as stated by Richard Nunn, CEO of United's MileagePlus loyalty program, in a news release.

United declined to provide projected sales from the initiative.

Customers can choose to exclude targeted ads on United's website, and United assures that advertisers cannot obtain customers' personal information, the airline stated.

According to United, there is an average flight time of 3.5 hours per traveler.

The airline is currently undergoing a significant renovation of its narrow-body cabins, including an upgrade to its in-flight entertainment system with advanced screens and features. However, some of the aircraft modifications have been delayed due to issues with the supply chain.